marketing innovation, word-of-mouth and satisfaction through three key constructs: brand store equity, customer value and store …While innovation affects company efficiency, research into service innovation is scarce and lacks consensus. In … retailing, in latest years, innovation has aroused significant interest in corporate and academic world. This research analyses …

Cover -- Half-Title Page -- Title Page -- Copyright Page -- Contents -- Prologue -- Introduction -- 1. What is a Brand …? -- 1.1. The brand: a concept built from relationships -- 1.2. The brand is anthropomimetic -- 1.3. The brand as merchant ….3.5. Exaggeration, fame and fallibility: the trio from hell -- 1.4. The Brand exposed -- 1.5. All Brands are controversial -- 1 …